With Sans Émission, Volkswagen Turned a Charging EV into Can’t-Miss, Overnight TV

In Quebec, the term “Sans Émission” has two different meanings: 

o “No broadcast” – the overnight period when TV stations go dark  

o “No emission” – electric vehicles

Seeing a unique opportunity, Volkswagen worked with popular Quebec TV station Noovo, to transform their overnight end-of-broadcast into a brand-new media space for the all-electric ID.4.

Filmed on a soundstage in one single-sequence shot, Sans Émission stars comedian and VW spokesperson, Pier-Luc Funk. Night owls and insomniacs alike tuned in to watch Pier-Luc perform improvised comedy sketches over a 4-hour period—all while his Volkswagen ID.4 charged on set. Volkswagen’s social team also pulled an all-nighter, posting real-time commentary and live responses. 

Sans Émission was promoted with out-of-home, OLV, and digital during the critical fall TV season, when new shows premiere and everyone’s on the lookout for the next big thing.

The live broadcast of Sans Émission aired on September 16th with a version now available for streaming on Noovo.ca.  

The initiative was created by Volkswagen Canada’s agency TAXI/Type1, in partnership with Touché! Media and Noovo.